BUS 138 Brand Storytelling
This course will provide students with knowledge and tools on brand storytelling from a business perspective. With an outlook on both the physical and the digital environment, students will learn how to enhance the economic value of a brand and the reputation of the company by engaging on brand storytelling practices. The course by building on the analysis of best (and worst) companies' practices, combines marketing storytelling and brand management theories with a specific focus on the data storytelling for business purposes.